The SS25 fashion campaigns you need to know about

From Sabrina Carpenter for Versace to Callum Turner for Louis Vuitton, here are the hottest campaigns for spring-summer 2025

Sabrina Carpenter in a pink shirt, holding clear glasses, for Versace.
Tania Leslau
Tania LeslauFashion Features Editor
Updated: February 12, 2025
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While we've been busy revelling in the star-studded campaigns of autumn-winter 2024, the world’s elite fashion houses have been tirelessly working behind-the-scenes prepping their spring-summer 2025 offerings. 

From signing on new A-lister muses to hosting picturesque shoots in far-flung locations, the biggest brands in town never fail to pull out all the stops in the name of fresh fashion.

Despite 2025 being in its infancy, the style set has already been treated to several awe-inspiring campaigns. Saoirse Ronan for Louis Vuitton, Gwyneth Paltrow of Saint Laurent, Harris Dickinson for Prada and Wang Yibo for Loewe to name just a few.

Be it high street or high fashion, there are ample campaigns to coo over this season. Read on to discover the crème de la crème of clothing creation and gear up for a particularly stylish spring-into-summer transition. 

The Biggest SS25 Fashion Campaigns:

Gucci

George McKay for Gucci SS25© Gucci
A woman in a white Gucci outfit sits on a bed holding a purple Gucci bag.© Gucci

Lensed by Xavier Dolan, Sabato De Sarno’s latest offering stars 1917 actor George McKay and Yara Shahidi. Titled Where Light Finds Us, the campaign was filmed in a mid century-style hotel room, where the two actors converse beneath floral silk scarves and swathes of warm, early evening sunlight.

Saint Laurent

Gwyneth Paltrow in a black leather jacket and sunglasses, standing against a gold-framed wall.© Saint Laurent
Gwyneth Paltrow in black leather jacket and sunglasses, sitting on a chair, holding a black leather bag.© Saint Laurent

This season, Saint Laurent's Anthony Vaccarello enlisted the help of Hollywood veteran Gwyneth Paltrow to launch it's SS25 collection. House codes such as all-black outfits laden with leather and sharp accessories made for a high-octane, deeply sultry offering for the upcoming season. Shot by David Sims, the campaign captured the essence of the sleek, sexy Parisian brand.

Prada

Harris Dickinson smiling, holding a large brown Prada tote, wearing a blue shirt and black pants.© Prada
Carey Mulligan in a black coat with a white fur collar, holding a green Prada handbag.© Prada

Carey Mulligan, Harris Dickinson and Liu Wen served as key muses for Prada's SS25 campaign, a collection which celebrates individuality via superhero classics. Prada's signature tailoring, staple accessories and muted colour palette peppered with pastels comes to play in the campaign, lensed by Steven Meisel.

Louis Vuitton

Callum Turner for Louis Vuitton© Louis Vuitton
Saoirse Ronan stands holding a brown leather handbag, wearing a black outfit.© Louis Vuitton

Having already pipped Callum Turner as its new menswear ambassador, Louis Vuitton released a stunning new womenswear iteration starring ambassadors Lisa and Saoirse Ronan. Sporting statement looks from the SS25 show and shot by Steven Meisel, the two internationally acclaimed talents appear immersed in these uncanny yet naturalistic scenes so that close-ups bring a touch of Renaissance composition.

Versace

Sabrina Carpenter wearing Versace sunglasses and a denim top, posing for a photo.© Versace
Sabrina Carpenter in a pink shirt, holding clear glasses, for Versace.© Versace

Sabrina Carpenter stars as Versace Eyewear's SS25 poster girl. Injecting her bubblegum aesthetic into the house's latest offering, the singer adds a pop princess twist to the fun, flirtatious vibe of the beloved Italian house. 

Miu Miu

Person in green vest and black boots leaning against a wall, holding a brown bag.© Miu Miu
A woman in a black vest and blue shirt stands against a wall holding a colorful handbag.© Miu Miu

Miu Miu's SS25 extravaganza serves up fresh, functional design via sporty footwear and ever-popular accessories. Elegant with a street style edge, the house's campaign nails utilitarian-chic via earthy palettes and genderless staples. 

Loewe

Wang Yibo sitting outdoors in a gray suit and white pants, holding a brown bag.© Loewe
Wang Yibo stands on a grassy hill, pointing, wearing a plaid shirt and unique pants, carrying a green bag.© Loewe

Loewe heads outdoors for SS25. Shot by David Sims and starring global brand ambassador Wang Yibo, the series takes place among the landscape of the Collsacabra mountain range in Spain. Neutral palettes meet with playful checks, reflecting the earthy set of the nature-fuelled campaign. 

Dior

A woman in a pink and green sequined top and tie-dye pants stands against a colorful backdrop.© Dior
A woman in a pink and purple striped top and white skirt poses with a pink purse.© Dior

A kaleidoscopic reimagining of the revolutionary 1967 ready-to-wear line by Marc Bohan and Philippe Guibourgé, Maria Grazia Chiuri's SS25 campaign is one of unapologetic splendour. Tropical hues ignite the 'Miss Dior' range from Dior Cruise 2025, which is a zesty take on luxury summer attire.

Jil Sander

A woman in a pink ruffled dress holds a white bag against a peach wall.© Jil Sander
A woman in a white coat stands by a door, holding a beige clutch.© Jil Sander

Quietly sophisticated with a whimiscal twist was Jil Sander's agenda for SS25. The brand's resort campaign mirrors the house's signature themes of modernity and minimalism through sleek outerwear and longline dresses. Shot by Chris Rhodes in Milan, Italy.

The Attico

Woman in a brown and black fringe dress holding a yellow clutch.© The Attico
A woman in a brown plaid suit and purple heels walks, holding a pink bag.© The Attico

On the other end of the SS25 scale is The Attico, a brand which continues to fly the flag for maximalism. Orange-hued beading clashes with ebony featehr trins, 80s-inspired tailoring and sexy midi skirt. A highly indulgent, sensual campaign that marries feminine charm and masculine assertiveness.

Tod's

Three images: 1) Man in brown jacket and jeans on rocks by the sea. 2) Three people by the water, one gesturing. 3) Woman in brown jacket holding a large bag on a balcony overlooking the ocean.© Tod's
Three images: 1) Man in brown jacket and jeans sitting on rocks by the sea. 2) Three people by the water, one gesturing. 3) Woman in brown jacket holding a large bag on a balcony overlooking the ocean.© Tod's

Tod's SS25 campaign is a vibrant ode to the quintessential Italian lifestyle. Depicting a timeless mesh of pieces from both the women’s and men’s collections, the serene series celebrates the beauty of  Italy’s most iconic landscapes - captured by photographer Zoe Ghertner.

Self-Portrait 

Woman in white dress and gloves standing by marina with boats.© self-portrait
A woman in a white dress and veil stands on steps holding a bouquet.© self-portrait

Self-Portrait’s SS25 Bridal Collection offers a refined approach to bridal fashion, showcasing a versatile range of silhouettes designed to celebrate every bride and her bridal party. From graceful gowns to chic party dresses, each piece combines contemporary sophistication with timeless elegance.

Ferragamo

Liu Wen stands in a room with ornate walls, wearing a black top, beige leggings, and burgundy sandals, holding a large brown bag.© Ferragamo
A person's legs and feet wearing white satin shoes with pink ribbons tied around the ankles.© Ferragamo

For its spring/summer 2025 campaign, Ferragamo blends heritage and modernity through Maximilian Davis’ vision, captured by Juergen Teller at Tuscany’s Villa Mangiacane. Set against Renaissance frescoes and 14th-century architecture, models Liu Wen, Claudia Campana, Diego Gomez, and Naoki Sumiya embody the collection’s refined yet playful elegance - classic Ferragamo with a contemporary, Rococo twist.

Tommy Hilfiger

A woman with blonde hair in a denim jacket and jeans, hands in pockets.© Tommy Hilfiger
Damson Idris stands with one hand on his head, wearing a white shirt and blue jacket.© Tommy Hilfiger

 

 

Tommy Hilfiger's denim campaign features award-winning actor Damson Idris and supermodel Abby Champion. The collection re-imagines the brand's signature denim, presenting a range of effortless denim with stylish proportions and new washes.

Kurt Geiger 

Emily Ratajkowski stands by a pool in a colorful dress and sandals, holding a purse.© Kurt Geiger
Emily Ratajkowski stands by a pool, wearing a pink dress and blue turban, holding a colorful handbag.© Kurt Geiger

This season Kurt Geiger and Emily Ratajkowsi invite you to revel in a scorching hot summer, unveiling Kurt’s Motel, the brand's latest collection and campaign. Set against the panoramic backdrop of Palm Springs, photographer Laura Coulson captures a sun-drunk, mid-century getaway inspired by the glamorous vacations of the fifties and sixties.

Jimmy Choo

Chloë Sevigny poses for Jimmy Choo, wearing a beige outfit and turquoise heels.© Jimmy Choo
Chloë Sevigny poses in a beige trench coat and black heels for Jimmy Choo.© Jimmy Choo

Jimmy Choo unveiled Hollywood veteran Chloë Sevigny as the face of its latest campaign, featuring the brand’s new collection 'Hyper Glamour.' Conceived by Paris-based Ezra Petronio and Lana Petrusevych, of Petronio Associates, the campaign evokes the energy, polish and playful attitude of the early 2000s; as embodied by Chloë Sevigny - a style icon both then and now. 

Alexander McQueen

A person with long hair stands in a cave-like setting, wearing a flowing dress.© Alexander McQueen
A woman in a white dress stands in a field with a McQueen logo.© Alexander McQueen

Photographed and directed by Glen Luchford, the McQueen spring/summer 2025 campaign explores the bold and unrelenting spirit of the banshee - a folkloric figure rooted in the history of Lee McQueen's brand and the Irish heritage of creative director Seán McGirr. Think sharp and twisted tailoring layered with whimsical fabrics; cobweb lace, pleated chiffon, silk creponne and shredded silk organza, all hand-finished with intricate details. A palette of ivory, silvered grey and black, peppered by bursts of yellow and orange, reflects the balance of strength and fragility that the ghoulish figure possesses. 

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